Mimicking Rorschach-style inkblots, graphics on redesigned packaging for TRUETONiQS’™ line of liquid dietary supplements let the consumer decide how the beverage makes them feel. TRUETONiQS™, of Boulder, CO, has been producing its lightly carbonated, certified organic supplements since 2009. In 2015, the company reformulated its line to include many CO2-extracted botanicals, Ayurvedic herbs, no caffeine, less sugar, and “zero junk.” In addition to its flagship BRAIN TONiQ™ and FIT TONiQ™ varieties, TRUETONiQS™ 2.0 now also includes ZEN TONiQ™ and IMMUNO TONiQ™.
With the expansion and reformulation of its products, TRUETONiQS™ felt the need for a complete redesign of its packaging—“and a representative story to reflect the new formulation philosophy,” says Kelly Reedy, CEO of LRXD, the advertising agency responsible for the rebranding.
That philosophy hinges on the product’s tagline, “How you feel is all that matters.” Explains TRUETONiQS™ CMO, Janet DiGiovanna, “People see through supplement brands that make outlandish claims about their efficacy. Instead, we’re putting our products in consumers’ hands and saying, ‘You decide.’”
